Social media marketing uses social media platforms to communicate and engage with people. The goal can vary, from making new connections, to solidifying existing relationships, to defining subject matter expertise, and more. Because of the person-to-person nature of social media, it is a great tool for any digital marketing strategy that focuses on building any kind of relationship.
Social Platforms Are an Opportunity to Reach a Wide Audience
Marketo reports that there are 2.31 billion people in the world who are active social media users. Of them, 1.97 billion people are active mobile social media users. Pew Internet has been tracking use in the United States and finds that today around seven-in-ten Americans use social media.
Social media is more than the traditional platforms that many marketers are familiar with—Facebook, LinkedIn, and Twitter. There are many more activities and platforms that marketers can use to reach their target audiences, engage them with relevant messages, and build lasting relationships. Common to most are organic–free–options and paid advertising opportunities.
Social Media Marketing Builds Relationships
Social media marketing is marketing that targets relationship building of some kind. Social media marketing is designed to connect with fans, customers, prospects, and partners.
Your target audience is right now on one or more social channels. They are sharing their opinions about you online, whether or not you’re a part of the conversation. It is critical to participate and engage in a meaningful way.
The rise in social media usage by marketers, and our audiences, means that participation is no longer an option; it’s a necessity. With 68 percent of US adults using one or more social media channels, marketers need to be there too.